Last month’s social media shutdown demonstrates the importance of using several forms of marketing for your business.
Marketers advertising on these social platforms were in shear panic. Users were frustrated that they could not login to the apps.
Social media marketing can be a powerful marketing tool. In fact, many businesses sell products through Facebook shops and Instagram Shoppable Posts. But when Facebook and Instagram went off the grid for an entire day last month, the uncertainty of depending on such platforms became obvious quickly.
Social media leveled the playing field somewhat for independent and small businesses to compete with big brands.
However, these platforms are not beholding to users. They are obligated to their shareholders to generate revenue.
Over the years, many businesses have experienced the effects of algorithm updates. Now, imagine discovering that all of your promotions and branded content no longer exists. This is not so far fetched. Actually, it would just take a flip in legislation or the platform owners changing their minds.
Speaking of changing their minds, this actually just happened. Google+ (personal and business) pages no longer exist. All users were given ample time to download their data; months in fact. But, this still proves my point of having several forms of marketing for your business.
Relying Solely On Social Media Marketing Is Not Smart Marketing
If social media marketing is your business’ go-to marketing tool, you’re taking an unnecessary risk.
From the standpoint of generating revenue, social media companies are like any other business. They have their own strategies and investors to consider. And, this means things are subject to change at any time with social media marketing partners.
Social Media Marketing Alternatives
Social media could remain a feasible option for delivering messages for generations to come. But, you can count on updates along the way that may no longer align with your marketing strategies.
So, instead of putting all your eggs in one basket, you may want to consider diversifying marketing efforts.
An effective marketing strategy should contain a balanced marketing mix. To reach your targeted audience, you have to be where your customers are. And, position your business so they can find your products and services.
Therefore, it’s important to have diverse channels to strengthen brand recognition, generate leads and drive conversions. Each channel aids the other in enhancing results for your brand.
Here are four alternatives to social media marketing. The more of these marketing tools you use, the better your opportunities of gaining new clients and retaining existing ones.
1. Company Website
We regularly stress to clients that their company website is the ‘foundation’ of their online presence. We believe everything a business does online should in some way connect back to their company’s website.
Unlike social media platforms, your company website is your own digital real estate. You decide what to put on it and when. An ideal first project is to ensure great on-page SEO.
Additionally, a user-friendly website with a thought-out SEO strategy can sometimes be more successful that social media efforts.
There are many things you can add to your company’s website to promote engagement. For examples: live chat, various types of videos (instructional, tutorials), and more. Also, creating specific landing pages for promotions are generally a big hit.
It’s alarming to know that some businesses don’t have a company website. They publish everything on social platforms. Unfortunately, a social media account is not a company’s website. And not to alarm anyone, but all of your content could be gone tomorrow and there’s nothing you can do about it.
2. Email Marketing Program
Email marketing is the highly effective digital marketing strategy that can easily outperform social media posts organic reach.
With email, your brand has 100 percent of the recipient’s attention. There’s no fighting through the clutter of social media feeds.
Email marketing has always been a staple of a well run marketing program. Today, even with artificial intelligence, chatbots, and virtual realty, email marketing remains a viable marketing solution.
3. Digital Advertising
Digital advertising is the marketing of products or services using digital technologies. It includes advertising on the internet, mobile phones, display advertising, and any other digital medium.
Google Ads PPC (pay-per-click) offers excellent options for targeting your potential audience. Although, you can create targeted ads on Facebook also. However, search-based marketing such as PPC provide better qualified leads that social media advertising.
4. Expert Content Production
Creating and sharing various types of content is useful in establishing you and your company as experts in your field. Well-written and video content can be more effective than social media.
Consistently publishing high-quality content establishes authority and credibility with your audience. Plus, it’s a great way to drive more organic traffic to your website. The more valuable content you generate, the more often search bots visits your site.
You may also enjoy reading: Images SEO: Optimizing Images For Web Best Practices